Looking to target customers with a global outlook? Having ads published in multiple languages can be a fantastic means to reaching out to a larger audience. Copying and pasting the same advertisement and publishing in all the places isn’t always effective.
Why? Language is linked to the culture, habits, humor and decision making. An English sentence may seem natural to you but not so natural or even comprehensible in another language.
The problem is many businesses make this mistake. They are concerned with translating the words but do not remember that there are people reading the words.
1. Using Direct Translations
A frequent error one can make is to convert an ad verbatim.
Does it read right, but sound like what a local customer would say? Not necessarily.
Phrases like idioms, jests, phrases and even calls to action can vary across languages. It is possible to have a literal translation that is technically correct, but is awkward in the target language.
Rather, it is important for businesses to tailor the message to appear as if it was written for them.
2. Ignoring Cultural Differences
Language is not the only aspect which differs in markets.
Colors, pictures, humor, symbols, clothing, gestures and even shopping habits can have other significance in other cultures. Ideas of friendliness and modernity are different for different groups.
Before rolling out ads in multiple languages, find out some of the cultural aspects of the population you are selling to. What are the things that people care about? Which type of messages are reliable? What could be factors that could deter them?
3. Using The Same Creative Everywhere
The entire project is centered on an idea.
Have you ever been to an advertisement that was definitely made for another country and was just translated? It may seem like a no-brainer.
If you’re using the same image, video, headline and layout for each market, it may not resonate with the audience.
This could be the same product, but it doesn’t always have to be a creative. Based on the market, businesses can fine-tune their visuals, examples, messaging, and even offers.
Just a bit of localization can make an advertisement sound a lot more individualized.
4. Forgetting Local Buying Habits
Individuals do not act in the same way when shopping in different types of stores.
Some consumers may choose to go straight through the website, others may depend mainly on the marketplaces, social media or messaging apps. Other areas of variation include payment methods, expectations of delivery and customer service.
What’s the point of having an ad that is in the right language and sends customers to a buying process that they’re not familiar with?
Chat GPT for local advertising can help businesses adapt campaigns to different markets while considering local customer behavior, preferences, and buying habits.
The multi-lingual advertising approach should take into account the whole customer journey, and not just the language of the ad.
5. The use of the wrong tone
Many businesses don’t realize that tone is important.
Playing a catchup ad of a brand or product that is good for a fashion company could be totally wrong for a financial company. Likewise, a formal translation can sound unnecessarily stilted if it comes across as a lifestyle brand.
Prior to translating your campaign, you need to determine how your brand will come across in each market.
Friendly? Professional? Casual? Premium?
Then ensure that the translated version maintains the personality and not just translates sentences from one language to another.
6. To forget to check the final ad
This is something that even seasoned marketers do.
An ad is translated, uploaded and published without anyone checking the actual appearance of the ad. But, all of a sudden, the headline is too long, the text just doesn’t fit the design, or an important phrase has a different meaning.
Be sure to look at the final ad in its actual form.
It’s best if you can get a copy read by someone who speaks the language fluently, or someone who is native to the language. An embarrassing mistake will not reach thousands if a quick review is had.
7. Ignoring Local Data
What works in one country, may not work in another.
DO NOT assume that everyone will read the same headline or creative.
Separate tracking of performance for each language/market. Consider clicks and engagement, conversion and customer behaviour to see what really works.
This enables businesses to optimize specific campaigns rather than global campaigns for its international customer base.
 Final Thoughts
While targeting ad campaigns to new markets through multilingual advertising can lead to a broader market outreach, a poorly localized campaign can easily be a waste of advertising dollars.
Don’t make a direct translation, find out what is different in the culture, adjust creatives to suit local preferences, research the local purchasing habits and review all campaigns before rolling them out. With a self-improving ads engine like Lapis, campaigns can continuously learn and become more effective.
Most importantly, do not assume that all the international audiences are one big group. Every market is unique and has its own tastes and desires.
Once the businesses learn about the differences, advertising in multiple languages goes beyond translation. It turns into a means for establishing meaningful connections with customers throughout the world.
